Snuggled in a vast expanse of desert, nearly 20 miles from the next town and some 200 from the nearest major airport, the place is the subject of much modern lore—people return awestruck from the tours of the Chinati Foundation, filled with wonder from the desert landscape and starry nights, and amped up on their great Instagram snap in front of Prada Marfa. Needless to say, Marfa has amassed a lot of hype.

When Prada first opened a store in Marfa, Texas, lots of people were incredulous. After all, in 2007, Marfa Texas, population 2,485, went dark. The town was so broke that it couldn't pay its electricity bills, requiring the new mayor to turn off Marfa's streetlights -- every last one.

"Today, Marfa lights up the sky," wrote City-Journalin a recent article. In 2015 an estimated 38,000 tourists -- mostly art lovers -- traveled from worldwide destination to this West Texas town. More than 45,000 are expected this year.

Marfa has become more than a place. It is a “destination,” an arts-world station of the cross, or, to mix religious metaphors, a mecca of minimalism. What Lourdes is to ailing Catholics, Marfa is to aficionados of conceptual sculpture and painting. Think Art Basel in Miami, or Documenta in Germany. The temperature here in June can be scorching, but Marfa, in any season, has become supercool. “London, Paris, Rome, Marfa,” boasts a popular T-shirt sold at Squeeze, a tiny deli in the heart of town that specializes in chocolates and fruit and vegetable drinks.

In March 2016, Vogue writer Steff Yotka spent a weekend in Marfa, writing:

Snuggled in a vast expanse of desert, nearly 20 miles from the next town and some 200 from the nearest major airport, the place is the subject of much modern lore—people return awestruck from the tours of the Chinati Foundation, filled with wonder from the desert landscape and starry nights, and amped up on their great Instagram snap in front of Prada Marfa. Needless to say, Marfa has amassed a lot of hype.

Writing about Tom Ford's new Golden Globe nominated film 'Nocturnal Animals',Mr. Porter drops into West Texas, with a stop in Marfa. Actor Aaron Taylor-Johnson was nominated for Best Supporting Actor and Amy Adams for Best Actress. Tom Ford received nominations for Best Director of a Motion Picture and Best Screenplay of a Motion Picture.

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